Nursing professions, female, Bavaria over 50 [BASIC]

DIV COLUMN (left)

Name

Name (male): Thomas, Michael, Andreas, Stefan, Frank

Name (female): Sabine, Susanne, Claudia, Petra, Andrea

Age

50 - 64 years: 100%

18 - 29 years: 0%

30 - 49 years: 0%

Gender

Female: 100%

Male: 0%

Marital status

Married: 49%

Divorced / widowed: 24%

In a relationship: 14%

Single / unmarried: 13%

I prefer not to say: 0%

State

Bavaria: 81%

Baden-Württemberg: 11%

Berlin: 3%

Hamburg: 2%

Hesse: 1%

Mecklenburg-Western Pomerania: 1%

North Rhine-Westphalia: 1%

Brandenburg: 0%

Bremen: 0%

Lower Saxony: 0%

Rhineland-Palatinate: 0%

Saarland: 0%

Saxony: 0%

Saxony-Anhalt: 0%

Schleswig-Holstein: 0%

Thuringia: 0%

Size of residence

20,000 to 100,000 inhabitants (Schwandorf, Lichtenfels, Ansbach, Roth, Kulmbach): 30%

Under 5,000 inhabitants (Weismain, Iphofen, Bärnau, Seßlach, Bischofsheim a.d.Rhön): 27%

5,000 to 20,000 inhabitants (Grafenwöhr, Velburg, Feuchtwangen, Berching, Hammelburg): 23%

100,000 to 500,000 inhabitants (Augsburg, Ingolstadt, Würzburg, Regensburg, Erlangen): 12%

500,000 to 1,000,000 inhabitants (Nuremberg): 4%

1,000,000 to 5,000,000 inhabitants (Munich): 1%

Housing situation

Rental house / rental apartment: 55%

Owner-occupied house/flat: 45%

Household size

2 persons: 51%

1 Person: 26%

3 persons: 16%

4 persons: 7%

5 or more persons: 1%

Annual net income

36.000 up to 50.400 Euro: 21%

Less than 18.000 euros: 15%

26.400 up to 36.000 Euro: 14%

I'd rather not say that: 14%

21.600 up to 26.400 Euro: 9%

18.000 up to 21.600 Euro: 8%

69.600 up to 91.200 Euro: 8%

50.400 up to 69.600 Euro: 7%

91.200 up to 117.600 Euro: 2%

117.600 up to 148.800 Euro: 1%

More than 148.800 Euro: 1%

Children under 14 in the household

No children: 93%

1 Child: 6%

2 Children: 1%

3 Children: 0%

4 Children: 0%

5 or more children: 0%

Training

Vocational training (journeyman / master craftsman): 54%

Hauptschulabschluss, Realschulabschluss, mittlere Reife: 34%

University entrance qualification / Abitur: 11%

No formal education: 0%

Primary school: 0%

Bachelor or comparable: 0%

Master's degree or comparable: 0%

Doctorate or comparable: 0%

Vehicle ownership

Car: 90%

Bicycle: 73%

E-bike: 21%

Scooter (like Vespa): 8%

Motorcycle: 6%

None of the above: 2%

Impact of the COVID-19 pandemic

I avoid personal encounters with other people: 67%

I buy more online (whether products or services): 58%

I have changed vacation plans or canceled vacations: 51%

I have tried to spend less money: 33%

I have experienced anxiety and feelings of stress: 30%

My financial situation has deteriorated: 29%

I worked more from home: 17%

None of the above: 6%

Insurances by type

Health insurance: 100%

Household contents insurance: 88%

Car insurance: 82%

Personal liability insurance: 82%

Accident insurance: 53%

Building insurance: 45%

Legal expenses insurance: 45%

Life insurance: 35%

Other(s): 8%

I don't know: 0%

I have no insurance: 0%

Diets and nutrition

I do not follow any dietary rules: 49%

Low-carb / no-carb: 19%

Gluten-free: 9%

Lactose-free (no dairy products): 7%

Vegan: 4%

Vegetarian: 4%

Other(s): 2%

DIV COLUMN (middle)

Personal characteristics & attitudes

Hobbies and interests

Cooking and baking: 65%

Read: 63%

Meeting friends: 60%

Gardening and plants: 57%

Outdoor activities: 56%

Pets: 49%

Doing sport and fitness: 45%

Travel: 43%

DIY and arts and crafts: 41%

Board and card games: 27%

Meditation and wellness: 25%

Technology and computers: 24%

Video games: 20%

Photography: 19%

Writing: 11%

Cars and vehicles: 10%

Making music: 7%

Other(s): 5%

I don't know: 0%

Important aspects of life

A happy relationship: 53%

Security: 50%

Leading an honest and respectable life: 49%

Making my own decisions: 46%

Social justice: 45%

Enjoy life: 28%

New learning: 16%

Traditions: 7%

Be successful: 5%

Advance in my career: 1%

A look at the personal future

Neither optimistic nor pessimistic: 44%

Rather optimistic: 22%

Rather pessimistic: 20%

Very optimistic: 6%

Very pessimistic: 6%

I don't know: 2%

Attitude towards innovation

I only buy new technologies if they have been tried and tested in practice: 55%

I like to try out innovative products: 30%

I like to keep up with the latest technology: 25%

None of the above: 14%

The products I buy must meet the highest standards: 8%

Among my friends, I'm usually the first to try out new technology: 6%

Always having the latest technology is important to me: 4%

Types of innovation adaptation

Latecomers: 51%

Early majority: 28%

Late majority: 17%

Early adopters: 4%

Innovators: 1%

Food attitudes

I actively try to eat healthily: 72%

I try to eat less meat: 63%

I avoid artificial flavorings and preservatives: 56%

Food must be convenient and fast: 25%

I don't like cooking: 18%

I have one or more food intolerances: 14%

I am on a strict diet for health reasons: 11%.

I hardly have time for a proper meal: 9%

None of the above: 4%

Internet settings

I could no longer imagine life without the Internet: 67%

I am worried that my data is being misused on the Internet: 50%

It is important to me to have good mobile Internet reception anytime and anywhere: 50%

I protect my data: 48%

I am well protected against viruses and data misuse: 48%

Mobile phone reception is good in the area where I live: 42%

Storing confidential data online is too insecure for me: 33%

The latest mobile communications standard is very important to me (5G): 13%

None of the above: 2%

Attitudes towards digital media

Digital services enable me to discover new and exciting content: 46%

I prefer physical media for movies, books or music (vinyl, CDs, DVDs,...): 37%

It's too expensive to be able to afford all the streaming services I want: 32%

I would like to access my music / movies on all devices (TV, tablet, smartphone, ...): 30%

Best picture and sound quality is important to me: 30%

I prefer digital content because it's easier to manage: 27%

I use alternative websites or apps to consume paid content for free: 23%

None of the above: 10%

Attitudes towards services

I prefer services with personal contact: 45%

None of the above: 29%

I am happy to pay for services that make my life easier and more convenient: 24%

I like to organize my life with my smartphone: 20%

I tend to book services online: 14%

I am often dissatisfied with services: 6%

Attitudes towards health care

I undergo regular medical examinations: 65%

I actively do something to stay healthy: 59%

The healthcare system often lets patients down: 47%

I could imagine online consultation hours via app or online chat: 45%

I would like to do more for my health: 43%

I can imagine getting a prescription for cannabis for medical reasons: 41%

Patients have to pay too much for medication and medical treatment: 41%

I prefer alternative healing methods to classical medicine: 20%

None of the above: 2%

Attitudes to travel

When I travel, I use my smartphone as a travel guide: 40%

When traveling, I always make sure to take the cheapest offer: 35%

I want to experience something unique when I travel: 29%

Fear of terrorist attacks and political crises influence my travel behavior: 25%

Sustainable travel is important to me: 23%

None of the above: 13%

When I travel, I book accommodation, rental cars etc. spontaneously using my smartphone: 10%

Attitudes towards personal finances

I am fully aware of my financial situation: 69%

I am worried about my financial future: 41%

I could imagine handling all financial matters exclusively online: 33%

I could save a lot of money if a financial expert advised me (taxes, insurance, ...): 16%

I could imagine managing all my financial matters exclusively via smartphone: 12%

None of the above: 10%

I can imagine getting all my financial services from internet companies like Apple or Google: 4%

Managing my personal financial affairs is too complicated for me: 0%

Attitudes towards mobility

Owning a car is important to me: 58%

I would like to switch to more environmentally friendly means of transport: 35%

Public transport in my region is good: 31%

Driving is bad for the environment: 25%

I am a car enthusiast: 21%

There are not enough parking spaces in my neighborhood: 21%

I spend too much time commuting: 8%

I can imagine getting into a self-driving cab: 6%

None of the above: 6%

DIV COLUMN (right)

Media use & consumption

Advertising touchpoints

Online stores: 50%

Search engines: 49%

Social media websites and apps: 39%

Video portals (e.g. YouTube): 39%

Newsletter: 37%

Other apps (smartphone / tablet / console / PC / smart TV): 33%

Other(s): 33%

Websites and apps of brands and products: 29%

Video streaming services (e.g. Netflix, Amazon Prime): 23%

Editorial websites and apps (e.g. news sites and magazines): 22%

Video games (smartphone / tablet / console / PC / smart TV): 21%

Music portals and streaming services (e.g. Spotify): 10%

Blogs / Forums: 9%

I have not come across any digital advertising: 8%

I don't know: 6%

Use of publishing media

Daily newspapers (print): 52%

Books (print): 51%

ePaper / online news websites: 42%

Magazines (print): 32%

eBooks: 25%

Weekly newspaper (print): 24%

Podcasts: 23%

Audiobooks (Download): 20%

E-mags / magazine websites (on topics such as fashion, sport, ...): 10%

None of the above: 8%

Consumption of magazines and weeklies by brand

Other(s): 47%

Image of the woman: 31%

Gala: 19%

The Mirror: 16%

Focus: 16%

Brigitte: 13%

Colorful: 13%

TV Spielfilm: 13%

star: 13%

Hörzu: 9%

TV Digital: 9%

Bild am Sonntag: 9%

Glamour: 6%

National Geographic: 3%

The time: 3%

Vogue: 3%

Cosmopolitan: 3%

I have not read any in the last 3 months: 3%

kicker: 0%

Rolling Stone: 0%

Sport Bild: 0%

Elle: 0%

Social network usage by brand

Facebook: 83%

YouTube: 64%

Instagram: 48%

Pinterest: 45%

TikTok: 19%

Twitter: 12%

LinkedIn: 10%

Snapchat: 10%

XING: 5%

Other(s): 5%

Flickr: 2%

Reddit: 2%

Tumblr: 2%

Twitch: 2%

WeChat: 2%

Yodel: 0%

Use of social networks by frequency

Daily: 67%

Several times a week: 17%

Never: 10%

Once a week: 5%

Several times a month: 2%

Once a month: 0%

Less often: 0%

Activities on social media

Private messages sent: 69%

Posts liked by other users: 47%

Commented on posts: 42%

Images / videos posted: 36%

Posts shared by other users: 36%

Text posts / status updates: 35%

Persons followed: 32%

Posts liked by companies: 13%

I only use social media passively: 13%

Company followed: 9%

I have not used social media: 7%

Company posts shared: 6%

Social media usage by platform type

Messengers (like WhatsApp,...): 76%

Social networks (such as Facebook): 65%

Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...): 59%

Business networks (e.g. LinkedIn): 12%

Review platforms (such as Yelp, Tripadvisor ...): 12%

(Micro-)blogging (Twitter, Tumblr, WordPress...): 8%

Other(s): 4%

I use social media irregularly: 4%

Discussion forums (Reddit, Quora,...): 2%

Internet usage by device

Smartphone: 92%

Tablet: 56%

Smart TV: 46%

Notebook (without touchscreen): 44%

Desktop PC: 38%

Laptop with touchscreen: 26%

Smart speakers (such as Amazon Echo): 23%

Smartwatch: 22%

Streaming device (such as AppleTV, Chromecast, ...): 11%

Internet access by type

Broadband (DSL, cable, ...): 47%

Mobile connection via smartphone / tablet: 20%

UMTS / GPRS / LTE router: 20%

I don't know: 8%

the landlord's/neighbor's wireless connection: 3%

Other connection technologies: 2%

Satellite access: 0%

I do not have an internet connection at home: 0%

Media usage by channel

(mobile) Internet: 100%

TV: 97%

Radio: 83%

Newspapers: 64%

Magazines: 55%

Cinema: 10%

Website and online service usage by type

Search engines: 98%

Online stores: 80%

News websites and apps: 41%

Newsletter: 41%

Video websites and apps (such as YouTube): 37%

Social media websites and apps: 33%

Corporate websites and apps: 29%

Blogs: 8%

None of the above: 0%

Purchasing settings

When shopping, I look out for special offers: 75%

Clothing and shoes must be comfortable first and foremost: 65%

Being well dressed is very important to me: 61%

I tend to make impulse purchases when I go shopping: 46%

I always store in the same stores: 35%

None of the above: 0%

Online shopping settings

Before making a major purchase, I research online: 68%

Customer reviews on the Internet are very helpful: 60%

I usually manage regular / recurring orders directly via my smartphone or tablet: 26%

Sometimes I deliberately order more products than I want to keep: 11%

None of the above: 11%

I miss the shopping experience when I store online: 9%

When I buy an item, I want to have it in my hands on the same day: 9%

When I order something, I prefer express delivery: 2%

Brand Awareness by Category

Consumer electronics: 64%

Smartphone: 61%

Clothing: 48%

Household appliances: 45%

Shoes: 42%

TV and HiFi: 41%

Cosmetics and personal care: 37%

PC / Notebook: 34%

Clothing: 32%

Detergents and cleaning agents: 32%

Cars, motorcycles, bicycles: 31%

Pet supplies: 21%

None of the above: 20%

Food and non-alcoholic beverages: 20%

Bags and accessories: 18%

Sports and outdoor products: 15%

Alcoholic beverages: 14%

Furniture and household goods: 13%

DIY and garden products: 13%

Stationery and craft supplies: 8%

Toys and baby products: 8%

Purchase decision makers by category

Clothing, shoes, accessories: 94%

Household appliances: 86%

Goods for daily needs (food, beverages, detergents + cleaning agents, drugstore supplies): 85%

Furniture + household goods: 76%

Consumer electronics (e.g. TV, smartphones): 63%

Finance & insurance, telecommunications & electricity providers : 62%

Travel: 58%

Cars, motorcycles, bicycles: 50%

Media (video, music, games): 49%

Real estate: 30%

Toys + baby products: 28%

None of the above: 2%

Sources of inspiration for new products

Friends and acquaintances: 65%

Search engines (such as Google): 61%

Online stores: 55%

In the store: 55%

Magazines and newspapers: 37%

Voucher and deal websites and apps: 35%

Brand websites and apps: 33%

Customer ratings: 29%

Social media websites and apps: 29%

Price comparison websites: 25%

Online forums: 20%

Video websites and apps (such as YouTube): 20%

Magazine and newspaper websites and apps: 16%

Celebrities: 8%

Blogs and podcasts: 6%

None of the above: 4%

Question/answer websites and apps: 2%

Information sources for product research

Search engines (such as Google): 75%

Online stores: 55%

Customer ratings: 49%

In the store: 41%

Price comparison websites: 35%

Brand websites and apps: 33%

Friends and acquaintances: 31%

Online forums: 18%

Magazines and newspapers: 14%

Magazine and newspaper websites and apps: 12%

Video websites and apps (such as YouTube): 12%

Voucher and deal websites and apps: 10%

Question/answer websites and apps: 10%

Social media websites and apps: 8%

Blogs and podcasts: 2%

None of the above: 2%

Interest in product categories

Drugstore + health products: 84%

Shoes: 82%

Clothing: 82%

Food & drink: 77%

Cosmetics + body care: 68%

Furniture + household goods: 65%

Bags + accessories: 56%

Detergents & cleaning agents,: 53%

Books, movies, music & games: 49%

DIY + garden products: 46%

Household appliances: 46%

Stationery + hobby supplies: 42%

Pet supplies: 42%

Travel: 42%

Consumer electronics (e.g. TV, smartphones): 40%

Sports + outdoor products: 30%

Bicycles: 23%

Cars: 23%

Toys + baby products: 14%

Motorcycles: 4%

None of the above: 2%

Relevance of digital services

Check online whether the product is available in the store: 54%

Return/exchange products in store that were ordered online: 44%

Order online and collect in store: 37%

Home delivery of products purchased in store: 32%

None of the above: 19%

Buy in store and return by post: 18%

Online store search: 16%

Collect ordered products from the store outside opening hours: 14%

Online purchases by category

Clothing: 63%

Books, movies, music + games (excluding downloads): 42%

Shoes: 42%

Household appliances: 40%

Drugstore + health products: 32%

DIY + garden products: 30%

Cosmetics + body care: 28%

Pet supplies: 28%

Bags + accessories: 23%

Furniture + household goods: 21%

Consumer electronics (e.g. TV, smartphones): 18%

Sports + outdoor products: 18%

Stationery + hobby supplies: 12%

Toys + baby products: 11%

Other(s): 5%

I have never bought anything online: 4%

No answer: 0%

Offline purchases by type

Drugstore / Perfumery: 81%

DIY / garden center: 79%

Pharmacy: 79%

Clothes / shoe store: 67%

Department store: 47%

Bookstore: 37%

Furnishing and decoration store: 37%

Electronics store: 32%

Furniture store: 30%

Jewelry store / jeweler: 19%

Sports store: 18%

Wholesale: 12%

None of the above: 2%

Online vs. offline product research by category

Household appliances: 60%

Books, movies, music & games: 51%

Clothing: 47%

Consumer electronics (e.g. TV, smartphones): 44%

Furniture + household goods: 35%

Shoes: 35%

Bags + accessories: 30%

Cosmetics + body care: 28%

DIY + garden products: 28%

Pet supplies: 25%

Stationery + hobby supplies: 21%

Cars, motorcycles, bicycles: 19%

Drugstore + health products: 19%

Sports + outdoor products: 16%

None of the above: 11%

Toys + baby products: 7%

Online payments by brand

PayPal: 92%

Klarna: 53%

Amazon Pay: 25%

giropay: 19%

Google Pay: 14%

Apple Pay: 11%

AfterPay: 6%

paydirekt: 6%

Other(s): 6%

BillPay: 3%

Masterpass: 0%

MoneyGram: 0%

Neteller: 0%

Skrill: 0%

TransferWise: 0%

Trustly: 0%

Food shopping by type

Supermarket (usual size): 95%

Discounter: 77%

Pharmacy: 70%

Bakery or bistro: 61%

Supermarket (Large): 47%

Delicatessen counters in supermarkets: 46%

Farmers' market: 42%

Specialist retailers: 35%

Online store / online retail: 14%

Health food store: 14%

Mini-market / kiosk: 4%

Food voucher providers: 2%

Other(s): 0%

I do not buy products for daily use: 0%

Cloud service usage

Online data and images stored: 47%

None of the above: 33%

Online backup for computers or smartphones: 32%

Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...): 28%

Smartphone by brand

Samsung: 47%

Huawei: 16%

Apple: 15%

Xiaomi/Mi: 9%

Other(s): 4%

LG: 2%

Motorola: 2%

Nokia: 2%

ZTE: 2%

Sony: 2%

OPPO: 0%

No answer: 0%

I don't know: 0%

Realme: 0%

OnePlus: 0%

HTC: 0%

Google: 0%

TV content preferences by genre

News (local or national): 74%

Thriller / Mystery / Crime thriller: 68%

Documentaries: 64%

Comedies: 47%

Science fiction and fantasy: 45%

Talk shows: 39%

Dramas: 38%

Music videos & shows: 33%

Sport: 32%

Soap operas + telenovas: 30%

Horror: 27%

Game shows: 24%

Reality TV: 23%

Other(s): 15%

Animation (cartoons, anime,...): 14%

Children's programs: 12%

Religious: 5%

I don't know: 2%

Video game preferences by genre (if played)

Strategy: 57%

Other(s): 43%

Adventure: 17%

Role-playing games: 17%

Simulators: 17%

Sport: 15%

Action adventure: 11%

Action (platform games, fighting games): 6%

Casual: 4%

MMO (massively multiplayer online games): 4%

MMORPG (massively multiplayer online role-playing games): 4%

MOBA (Multiplayer online battle arenas): 0%

Shooters: 0%

I don't know: 0%